Baby Products found to have the highest Paid Share of Voice concentration among Amazon categories

James Sharpe

An overview of the Amazon Paid Share of Voice (SOV) for Baby Products category .

According to WARC’s latest analysis of the dComm Index data, the Baby Products category has the highest concentration of Paid Share of Voice (SOV), with 33.9% of placements being controlled by 3 brands, these brands being: Pampers, The Honest Company & Huggies.

Share of Voice, in the context of e-commerce platforms, is defined as a brand’s page 1 paid search visibility, for a given keyword. WARC calculates this by generating an average share of voice across the top 100 most searched terms for a given category, weighted by the relative search frequency of each term.

This category’s high SOV...

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